Resume

EMRE TOK

emretok@live.com
http://tr.linkedin.com/in/emretok
@emretok
Dubai – United Arab Emirates

Professional Career

• 21 years of Product, Growth, Marketing expertise in multinationals: Microsoft, Careem (Acq. By UBER), Free-Now, Turkcell, Turkish Telecom
• Leader, strong written/verbal communication skills on executive presentation and reporting. Ability to resolve conflicts,. Motivated. Motivator
• Extra creative, reader, learner, curious, energetic,disciplined and well organised. Delivery of high impact results & evangelism to audiences
• Orchestrates and drives strategy and plans for customer funnel, marketing& product activities while building exceptional teams that delivers fast.

Feb 2020 – August 2020: VP of Growth (Consultant), FREE-NOW, Hamburg, GERMANY

• Directly reporting to CMO, CPO, COO and CTO as Senior Growth Consultant responsible of Company’s Holistic Growth Decision Tree
• Hired for 7 months to build the Growth Organisation from ground up. Formed Squads of Acquisition, Engagement, Automation and Multi modality.

Jan 2020 – Current: Independent Growth Consultant, Advisory & Investor, Dubai, UAE Growth Advisor & Investor:

Fodel FZE
DEEPZEN.io
ZIINA Fintech
Compport.com

Sept 2018 – Jan 2020: VP of Customer (Growth, Product, Experience & Digital Marketing), CAREEM, Dubai, UAE

• Responsible for the product, growth and experience of 40M+ Customers; serving them state-of-the-art products and journeys on our Superapp
• Managing double digit Million $s of Digital &Rider subsidy budget separately as well as responsible from triple digit Million $s of GMV/Month
• Managing the whole Customer funnel AARRR activities. Multiple X growth factor in trips, new users, revenue, retention and activation rates
• Leader of 80 people high performer Customer Subdomain team. Member of Ride Hailing Domain Executive Leadership Team
• Effective performance and digital marketing leading to $Xm savings up to $Xm on Digital &Rider Subsidy budgets by building internal campaign growth tools built on prediction, churn prevention, forecasting and recommendation engines by using AI and ML algorithms
• Direct Relationship with all Media Partners: Google, Facebook, Snapchat, Criteo, Adjust, Twitter, Yahoo, and Oath in the region

Apr 2017–Aug 2018: Director of Customer Growth Marketing, CAREEM, Dubai, UNITED ARAB EMIRATES

• Responsible from 15 markets, 100 cities’ growth about signup, acquisition, on boarding, engagement &harvesting for 30M+ Customers
• Driving Customer growth through funnel improvements, viral campaigns, performance marketing, digital and organic growth hacks etc. 
• Member of Careem Leadership Team. Head of 3 Direct, 13 Growth Hackers, Data Scientists, Product Managers and Engineers

Feb 2015–Mar 2017: Deputy General Manager, Product Development/Marketing & Technology, ENOCTA, Istanbul, TURKEY

• Leading Product Marketing, Content Partnerships, Innovation Labs, IT & Software Dev. Departments.5 direct reports. Total: 63 employees
• Directing all e-learning content, all Web & Mobile software and 3rd party relations for 50 Partners, 450+ B2B customers & 2,3M+ end users
• Grew revenue 28% YoY for Catalogue, LMS and custom content in 2015. %14 in tough 2016. Usage and Margin increase %10+ respectively
• EBITDA + P&L responsibility over 7M USD. Leading Government and EU large scale B2B, B2C, SME projects + R&D activities such as AR/VR

March 2011–Jan 2015: Senior Product &Partner Mark. Lead, Bing, Outlook, OneDrive-MICROSOFT UK, London, THE UK

• Leading all aspects of Product & Partner marketing + management for Bing, Outlook.com and OneDrive web products and campaigns in the UK
• Extensive Digital Marketing Campaign execution experience covering Top 12 markets for FIFA World Cup 2014 including social & mobile
• Subject-matter-expert of Bing Toolbar, Maps, Local, Desktop, Notification platform, transfers from MSN & Bing commercial partnership & offerings
• Messaging framework,demoing, external & internal evangelism, increasing MSN Transfers volume to Bing and drive search partnerships

Oct 2008 – March 2011: Online & Compete Business Group Lead; Consumer Online – MICROSOFT TURKEY, Istanbul, TR

• Top 5% performer for 3 consecutive years for MS Turkey subsidiary. Member of Microsoft Turkey extended leadership team
• Responsible from digital marketing, Internet projects, new digital advertising projects development to enhance power of sales team in Turkey
• Coordinated and acted as: Search Lead, Business Development Lead, Compete Lead, Reward & Recognition Team Leader of Microsoft Turkey
• Responsible Products: Windows Live Hotmail, Messenger, Search, Skydrive, Movie Maker, Photo Gallery and Google Competition

Nov 2007–Oct 2008: Senior Product Development & StrategyManager, Marketing Department; TTNET, İstanbul, TURKEY

• Launched &coordinated all the product development and strategic management of audio/video/gaming portals (TTNET Music & early TiviBU)
• Experience & knowledge on Gaming Market, Video on Demand, Streaming Media and Content Portal projects on the Internet

Aug 2006-April 2007: Lead Project Manager; Corporate Business Dev.Dept., TURKCELL, Istanbul, TURKEY Coordinating state-of-the-art Business projects such as; GPS/GSM Navigation,M-Learning, GSM Camera, Mobile Portal

Aug 2005 –Aug 2006: Head of Product Managers, Mobile Product Management VAS,TURKCELL,Istanbul, TURKEY

• Managed new formed Data Services& Product Management Department having 5 product managers + 2 Interns
• Coordinating and Positioning more than 13 services; second highest ranked in VAS revenue budgeted in TURKCELL AOP
• Experienced on Data Pricing Strategies, Product Marketing Communication and Product Development Phases/Feasibility Analysis

Feb 2002 –Aug 2005: Product Specialist, Marketing & Sales Department, TURKCELL,Istanbul, TURKEY

• Successfully reached & or passed committed 200 million $ revenue for all 3 years by Segmentation, product/tariff/campaigns and their life cycles
• Managed product life-cycle of Mobile Products for “International Roaming” on platforms of WAP, SMS, IVR, WEB and Cell Broadcast Service

Aug 1999 – Feb 2002: Project ManagementAnalyst, Project Management Department, ABANK, Istanbul, TURKEY

• Specialised on Process Management & Re-Engineering activities plus ISO Certification Project. Designed and managed all of the work flows

• Managed re-organisation and efficiency projects with time Study of branches. Designed queuing models for reducing cost. Certified Quality Auditor

Apr 1999 – Aug 1999: Analyst, Internet & Multimedia Department KOCBANK, Istanbul, TURKEY

• 2018 – Exceptional Campaign & Retention tools built such as Onboarding, Reactivation frameworks as well AI &ML Growth Engine Tool
• 2017 – First subscription-based services in Ride Hailing space in MENATP in Careem. First Whatsapp booking channel Worldwide
• 2015 – Launched Mobile and Cloud base E-Learning Services covering 400B2B Clients 2.6 M end users in Turkey
• 2012 – Launched co-initiatives with Tesco, Daily Mail, General Electric (Summer Olympics), Messenger, Bing, Phone and MSN UK
• 2010 – Windows Live Messenger Radio; 4^th world wide Messenger Radio application & Sponsorship after France, Spain and Italy
• 2009 – Launched Various Projects using Microsoft products with Coca-Cola, Starbucks Turkcell, GarantiBank, Turk Telekom
• 2008 – Consumer launch of all Windows Live Wave Web Sites. Developed first Custom Bing Toolbar for International Market, the UK
• 2007 – TiviBUVideo on Demand Portal& TTNETMUZIK; Music Portal (Still runner up in base compared to Spotify& Netflix in Turkey)
• 2005 –Launch of Blackberry in Turkey. Mobile Internet Ecosystem including Mobile Search, Mobile Blogging, Mobile Browser, Web2Mobile
• 2004 – Mobile Government Projects. Launched VAS Service for people with disabilities, Talking Message and Haberver
• Mobile Marketing Association MMA Smarties CRM 2019, Runner Up On boarding Automation Program via AI & ML triggers at Careem
• Shortlist in top three Best e-learning mobile app, Learning Technologies Awards, 2016. SME Mobile App for Vodafone SME Subscribers
• A&O UK FY14 H1 Individual Award by launching Daily Mail Bing Toolbar as the first Newspaper toolbar in the World in November 2013.
• A&O UK FY12 H2 Team Award by beating the budget and extraordinary efforts for driving Bing in the UK
• A&O UK FY12 Individual Award with Bing & Tesco Enterprise Challenge Project for 18.000 employees of TESCO Enterprise
• Gold Star Individual Award; 2009 EMEA Region; Microsoft. Received upon achievements on growing search share and monetisation
• Runner Up for the 2010 Digital Marketing Excellence Team Award; Microsoft Global.  Windows 7 Consumer Launch Project
• Best creative idea individual award; Turkcell, for “Emergency Assistance”, Asia Tsunami Disaster 2004. Brand effect: 5m $
• 1st runner-up, award gained at International Symposium of Industrial Engineering Students, ITU, 12 March 1999, Istanbul
• Dean’s Honour List; twice on 98’ spring & 99’ fall semesters at Eastern Mediterranean University

Personal

• Board Member: MENA Chapter of Mobile Marketing Association representing Careem: Feb 2019- Feb 2010
• Mentoring: MEA based Startups by volunteering. Mentor KSA Digital Academy, Telpme.org. Mentor of Flat6Labs Center in Bahrain 2018-2019
• Keynote Speaker: CMO Conference MENA, Mobile Marketing Association, Smartcon, Spotify, AppsFlyer, Snapchat and Insider Events Link
• Microsoft Word, Excel, PowerPoint. Turkish (Native) English(Fluent) – Driving License TR & UAE

Hobbies& Activities

• Ultra-Mountain & Trail Runner (Competed various races running between 55km to 126km).  Semi-Finalist; Land Rover G4 Challenge 2008 Turkey
• 2010-2014 Finisher:Ultra Trail Mont Blanc. Paris EcoTrail 80km, Transgrancanaria125km and capable of running continuously over 30hrs
• 2012: Producer of Turkey’s first ultra-marathon running movie documentary:  DuslereUzananPatikalar
• 2014: Raised 7K $ for TOFD and 3K $ for Guide Dogs for the blind in his charity ultra-marathons. Toured Croatia and West Turkey on Bicycle
• Blogging since 2004. Award winning www.geziyorum.net travelogue. Turkey Blog Awards `09 & `08.Twice finalist in AltınÖrümcek 2006-2011
• Sea Kayaking, hiking and Road/MTB Cycling. Historical document collector. Certified CMAS Scuba Diver, First Aid Specialist. Has 1500 books
• Founding Member of Adim Adim Charity. EMU Alumni Club. –  Circle d’ Orient Club – Congress Member of Fenerbahce SK

References

• Ebru CAPA Marketing Consultant, Lecturer – EX- Consumer Online GM of Turkey – Microsoft 2007-2011  
• Clemence Duterte, CEO HALA (Joint Venture Careem / Road & Transport Authority UAE)